PredictaMail gives you control over how your email performance and conversions are tracked through customizable Attribution Settings. This guide will walk you through the available options so you can tailor attribution to better reflect real customer engagement.
What is Attribution?
Attribution is the method used to credit an email for a conversion—whether it's a purchase, signup, or any other action you track. With privacy changes like Apple’s Mail Privacy Protection (MPP), it's more important than ever to define your attribution model carefully.
Attribution Settings in PredictaMail
You can customize your attribution settings using two key components:
1. Attribution Window
This determines how far back PredictaMail will look to associate an email interaction with a conversion.
You can set the window in hours or months.
Example: If your window is set to “24 hours,” only emails opened or clicked within 24 hours before a conversion will be considered for attribution.
2. Attribution Touch Points
This defines which type of email engagement is eligible for attribution. You can choose from the following options:
• Opened or Clicked Email
Gives credit to the last email that was either opened or clicked within your chosen attribution window.
Note: This includes all opens—whether real or privacy-triggered (like Apple MPP).
• Opened or Clicked Email (excluding Apple privacy opens)
Filters out Apple Mail Privacy Protection activity to avoid inflated open metrics. Attribution is based only on genuine opens and clicks.
• Clicked Email
Restricts attribution to only emails that were clicked, ignoring opens altogether. This is the most conservative option and provides the most accurate reflection of engagement.
Tip: Choosing “Clicked Email” is ideal if you want to minimize the impact of false opens from Apple devices.
Do Changes Affect Past Data?
No. Changes to your attribution settings will only apply to future email interactions from the moment the new settings are saved. Historical attribution will remain unchanged.
Choosing the Right Attribution Model
Use "Opened or Clicked" if your list has low Apple Mail usage or if you still want to track passive engagement.
Use "Opened or Clicked (excluding Apple privacy opens)" if you're seeing inflated open rates or want cleaner data.
Use "Clicked Email" if you prefer high-confidence attribution tied to actual user action.
Where to Update Settings
To adjust your attribution settings:
Go to your Settings > Attribution > Email Attribution
Choose your preferred window and touch point
Save your changes
Need help picking the right attribution model for your strategy? Contact our support team at support@predictamail.ai — we’re happy to help you optimize your setup.